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Marketing strategy for small- to medium-sized manufacturers : a practical guide for generating growth, profit, and sales / Charles E. France.

By: Material type: TextTextSeries: Marketing strategy collectionPublication details: New York : Business Expert Press, 2013.Edition: 1st edDescription: xxxv, 306 p. : ill. ; 25 cmISBN:
  • 9781606496145
Subject(s): Genre/Form: DDC classification:
  • 658.8 FRA 22
Abstract: Small and medium manufacturers' attempts to grow their business often produce less-than-desired results due to self-inflicted obstacles and pitfalls that defeat their well-intended efforts. Many do not follow generally accepted basic business practices such as knowing product costs and margins, obtaining strategically useful information about customers, conducting market research to identify prospective customers, and understanding competitors' advantages and disadvantages needed to build effective growth strategies. Their approach to pursuing growth strategies--a.k.a shotgun marketing--is akin to ready, shoot, aim--and often the business' working capital, cash flow, financial ratios, and overall profitability are insufficient to afford the costs of needed sales, marketing, and promotional strategies typically called for to find and develop new customers, markets, and products.
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Holdings
Item type Current library Collection Call number Vol info Status Date due Barcode Item holds
Book - Borrowing Book - Borrowing Central Library First floor Baccah 658.8 FRA (Browse shelf(Opens below)) 21758 Available 000039699
Total holds: 0

Part of : 2013 digital library.

Index : p. 301-306.

Bibliography : p. 299-300.

Small and medium manufacturers' attempts to grow their business often produce less-than-desired results due to self-inflicted obstacles and pitfalls that defeat their well-intended efforts. Many do not follow generally accepted basic business practices such as knowing product costs and margins, obtaining strategically useful information about customers, conducting market research to identify prospective customers, and understanding competitors' advantages and disadvantages needed to build effective growth strategies. Their approach to pursuing growth strategies--a.k.a shotgun marketing--is akin to ready, shoot, aim--and often the business' working capital, cash flow, financial ratios, and overall profitability are insufficient to afford the costs of needed sales, marketing, and promotional strategies typically called for to find and develop new customers, markets, and products.

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